StarHub

Technology helps to sharpen StarHub's competitive edge in a cut-throat telecoms market.For Singapore's second largest telco, which offers a slew of mobile, cable TV and broadband services, IT initiatives are aimed at improving the customer experience, maximizing revenue, and generating better cash flow.Its most notable accomplishments include developing programmes to gain enhanced business intelligence and market segmentation capabilities, and building a payment collections management system.Its business intelligence capabilities, for instance, involves consolidating information from different sources within StarHub, such as customer care, billing and usage platforms. This makes it easier for the company to develop strategies for new converged products and services. Through better customer insights, StarHub is able to identify up-selling and cross-selling opportunities to potential customers, and maximize the revenue through better target marketing.

Company
Based in Singapore, StarHub is an info-communications company providing a full range of information, communications and entertainment services over fixed, mobile and Internet platforms.

Employees
2,800

IT staff
250

Annual IT Budget
Not disclosed

To provide a better experience at the retail front, which includes the company's own StarHub Shops and third-party dealers, StarHub also introduced an initiative called Project iDeal, a shop and dealer provisioning system.

The system allows retail shops to register new customers electronically, as well as provide instant service activation. Project iDeal also allows retailers to capture scan, capture and store customers' identification documents in a central database, doing away with paper-based photocopying.

To underscore the importance of information security to employees, StarHub also embarked on a security awareness campaign last year. The company made use of Flash animation to drive home security messages which went down well with its employees.

According to StarHub, the campaign helped to the overall downward trend in the number of security incidents that occurred over the past six months, according to StarHub. This means fewer resources now need to be channeled into handling security incidents.

Through the campaign, StarHub learnt that users, though a very crucial part of StarHub’s perimeter of defense, are often the least considered factor in the equation. Promoting the campaign to employees thus revolved around marketing strategies, more than the technology itself.